RETRO PAZARLAMA VE PAZARLAMADA UYGULANMASINA YÖNELİK BAZI ÖRNEKLER

Yrd.doç.dr.h.dilara Keskin; Öğr.gör.salih Memiş

Retro Pazarlama ve Pazarlamada Uygulanmasına Yönelik Bazı Örekler

Year 2011, Volume: 16 Issue: 3, 191 - 202, 01.09.2011

Yrd.doç.dr.h.dilara Keskin Öğr.gör.salih Memiş

Abstract

Keywords

References

1. AKER, David A. (1996), “Building Strong Brands”, The Free Press, NewYork.
2. ALBA, Joseph W. and J. Wesley Hutchinson, (1987), “Dimensions of Consumer Expertise”, Journal of Consumer Research, Volume 13, Issue 4, p.411-454.
3. ANDERSON, L. McTier (1994), “Marketing Science: Where's The Beef?”, Business Horizons, Volume 37, Number 1, p.8-16.
4. BAKER, Stacey M. and Patricia F. Kennedy (1994), “Death by Nostalgia: A Diagnosis of Context-Specific Cases”, in Advances in Consumer Research, Volume 21, Chris T. Allen and Deborah R. John (eds.), Provo, UT: Association for Consumer Research, p.169-174.
5. BELK, Russell W. (1991), “Possessions and the Sense of Past”, in Highways and Buyways: Naturalistic Research from The Consumer Behavior Odyssey, Provo, UT: Association for Consumer Research, p.114-130.
6. BROWN, Stephen, Robert V. Kozinets, and John F. Sherry Jr. (2003), “Teaching Old Brands New Tricks: Retro Branding and The Revival of Brand Meaning”, The Journal of Marketing, Volume 67, p.19-33
7. BROWN, Stephen (2001a), “Torment Your Customers (They’ll Love It)”, Harvard Business Review, Volume 79/9, p.82-88.
8. BROWN, Stephen (2001b), “Marketing: The Retro Revolution”, Sage Publications, http://books.google.com/books?vid= ISBN0761968512&id=H5G3rOh-VDkC&dq=marketing, 17.10.2010.
9. BROWN, Stephen (1999), “Retro-Marketing: Yesterday's Tomorrows, Today!”, Marketing Intelligence and Planning, Volume 17, Issue 7, p.363-376.
10. DAVIS, Fred (1979), “Yearning for Yesterday: A Sociology of Nostalgia”, Free Press, New York.
11. DECI, Edward L. and Richard M. Ryan, (1991), “A Motivational Approach to Self: Integration in Personality”, Perspectives on Motivation, Volume 58, Nebraska.
12. ESER, Zehra (2007), “Nostaljinin Pazar Bölümleme Değişkeni Olarak Kullanılması Üzerine Kavramsal Bir Çalışma”, Ticaret ve Turizm Eğitim Fakültesi Dergisi, Sayı 1, s.115-130.
13. FRANKLIN, Adrian (2002), “Consuming Design: Consuming Retro”, Ed. Steven Miles, Alison Anderson, and Kevin Meethan, The Changing Consumer: Markets and Meanings, Routledge, London.
14. GASLIN, Glenn (1999), “The Phantom Menace,” SF Weekly, (posted May 5), http://www.sfweekly.com/1999/current/, 15.10.2010.
15. HAVLENA, J. William and Susan L. Holak (1996), “Exploring Nostalgia Imagery Using Consumer Collages”, in Advances in Consumer Research, Volume 23, Kim P. Corfman and John G. Lynch Jr. (eds.), Provo, UT: Association for Consumer Research, p.35-42.
16. HAYNES, Paul (1998), “Nostalgia”, Forbes, (26 January), p.47.
17. HOLAK, Susan L., Alexei V. Matveev and William J. Havlena (2007), “Nostalgia in Post-socialist Russia: Exploring Applications to Advertising Strategy”, Journal of Business Research, Volume: 60/6, p.649-655.
18. KOPF, Dennis and Marko Wolf (2007), “Nostalgia and The Need For Social Connectedness: Implications For Marketing Management”, Southwest Decision Sciences Institute, March 16, p.837-846.
19. KORKMAZ, Sezer, Zeliha Eser, S. Ayşe Öztürk ve F. Bahar Işın (2009), “Pazarlama: Kavramlar- İlkeler- Kararlar”, Siyasal Kitabevi, Ankara.
20. MCCOLE, Patrick (2004), “Refocusing Marketing To Reflect Practice”, Marketing Intelligence&Planning, Volume 22/5, p.531-539.
21. ODABAŞI, Yavuz (2004), “Postmodern Pazarlama: Tüketim ve Tüketici”, MediaCat Kitapları, İstanbul.
22. OLUÇ, Mehmet (1998), “Ürün Politikaları”, Pazarlama Dünyası, Sayı 28, Yıl 2, s.1-16.
23. WOLF, Michael J. (1999), “The Entertainment Economy: The Mega-Media Forces That are Re-shaping Our Lives”, Penguin Putnam, New York.
24. WRIGHT, Margaret and Len Tiu Crimp (1995), “The Marketing Research Process”, Prentice-Hall, Hemel Hempstead.
25. YEYGEL, Sinem (2006), “Postmodern Toplumsal Yapının Pazarlamaya Getirdiği Yeni Boyut: Topluluk Pazarlaması (Tribal Marketing)”, Bilig, Sayı 38, s.197-228.
26. http://www.farketing.com/2008/01/retro-pazarlama.html, 25.09.2010.
27. http://hurarsiv.hurriyet.com.tr/goster/haber.aspx?viewid=242174, 15.11.2010.
28. http://www.hurriyet.com.tr/ekonomi/12720262.asp, 15.11.2010.
29. http://pazarlamabitanedir.blogspot.com, 15.11.2010.
30. http://www.reklamlar.tv/rtv/sin/one/N/P_P/rv/BHEDG, 12.11.2010.
31. http://www.reklamtoplulugu.com/2011/01/retro-pazarlama-sozluk/, 22.11.2011.
32. http://www.sabah.com.tr/Ekonomi/2010/11/19/telekomdanayda3tlretrotelefon#, 19.11.2010.
33. http://www.sabah.com.tr/Ekonomi/2011/09/29/migros-fiyatlari-50-yil-oncesinecekti, 28.11.2011.
34. http://www.stargazete.com/guncel/kisa-kisa-haber-35794.htm, 12.11.2010.
35. http://www.turktelekomburada.com/turk_telekom_alcatel_retrokampanyası.htm, 20.11.2010.

RETRO PAZARLAMA VE PAZARLAMADA UYGULANMASINA YÖNELİK BAZI ÖRNEKLER

Year 2011, Volume: 16 Issue: 3, 191 - 202, 01.09.2011

Yrd.doç.dr.h.dilara Keskin Öğr.gör.salih Memiş

Abstract

Son yıllarda pazarlama yöneticileri ve akademisyenleri pazarlama literatürüne yeni kavramlar getirmişlerdir. Bu yeni kavramlardan biri olan retro, unutulmuş ya da unutulmaya yüz tutmuş ürünlerin canlandırılarak yeniden talep oluşturulmasını sağlayabilmek için pazarlama değişkeni olarak kullanılmaya başlamıştır. Bu çalışmada, Retro pazarlama çeşitli yönleriyle ele alınarak kavramsal açıdan değerlendirilmeye çalışılmıştır

Keywords

Retro, Nostalji, Retro Pazarlama

References

1. AKER, David A. (1996), “Building Strong Brands”, The Free Press, NewYork.
2. ALBA, Joseph W. and J. Wesley Hutchinson, (1987), “Dimensions of Consumer Expertise”, Journal of Consumer Research, Volume 13, Issue 4, p.411-454.
3. ANDERSON, L. McTier (1994), “Marketing Science: Where's The Beef?”, Business Horizons, Volume 37, Number 1, p.8-16.
4. BAKER, Stacey M. and Patricia F. Kennedy (1994), “Death by Nostalgia: A Diagnosis of Context-Specific Cases”, in Advances in Consumer Research, Volume 21, Chris T. Allen and Deborah R. John (eds.), Provo, UT: Association for Consumer Research, p.169-174.
5. BELK, Russell W. (1991), “Possessions and the Sense of Past”, in Highways and Buyways: Naturalistic Research from The Consumer Behavior Odyssey, Provo, UT: Association for Consumer Research, p.114-130.
6. BROWN, Stephen, Robert V. Kozinets, and John F. Sherry Jr. (2003), “Teaching Old Brands New Tricks: Retro Branding and The Revival of Brand Meaning”, The Journal of Marketing, Volume 67, p.19-33
7. BROWN, Stephen (2001a), “Torment Your Customers (They’ll Love It)”, Harvard Business Review, Volume 79/9, p.82-88.
8. BROWN, Stephen (2001b), “Marketing: The Retro Revolution”, Sage Publications, http://books.google.com/books?vid= ISBN0761968512&id=H5G3rOh-VDkC&dq=marketing, 17.10.2010.
9. BROWN, Stephen (1999), “Retro-Marketing: Yesterday's Tomorrows, Today!”, Marketing Intelligence and Planning, Volume 17, Issue 7, p.363-376.
10. DAVIS, Fred (1979), “Yearning for Yesterday: A Sociology of Nostalgia”, Free Press, New York.
11. DECI, Edward L. and Richard M. Ryan, (1991), “A Motivational Approach to Self: Integration in Personality”, Perspectives on Motivation, Volume 58, Nebraska.
12. ESER, Zehra (2007), “Nostaljinin Pazar Bölümleme Değişkeni Olarak Kullanılması Üzerine Kavramsal Bir Çalışma”, Ticaret ve Turizm Eğitim Fakültesi Dergisi, Sayı 1, s.115-130.
13. FRANKLIN, Adrian (2002), “Consuming Design: Consuming Retro”, Ed. Steven Miles, Alison Anderson, and Kevin Meethan, The Changing Consumer: Markets and Meanings, Routledge, London.
14. GASLIN, Glenn (1999), “The Phantom Menace,” SF Weekly, (posted May 5), http://www.sfweekly.com/1999/current/, 15.10.2010.
15. HAVLENA, J. William and Susan L. Holak (1996), “Exploring Nostalgia Imagery Using Consumer Collages”, in Advances in Consumer Research, Volume 23, Kim P. Corfman and John G. Lynch Jr. (eds.), Provo, UT: Association for Consumer Research, p.35-42.
16. HAYNES, Paul (1998), “Nostalgia”, Forbes, (26 January), p.47.
17. HOLAK, Susan L., Alexei V. Matveev and William J. Havlena (2007), “Nostalgia in Post-socialist Russia: Exploring Applications to Advertising Strategy”, Journal of Business Research, Volume: 60/6, p.649-655.
18. KOPF, Dennis and Marko Wolf (2007), “Nostalgia and The Need For Social Connectedness: Implications For Marketing Management”, Southwest Decision Sciences Institute, March 16, p.837-846.
19. KORKMAZ, Sezer, Zeliha Eser, S. Ayşe Öztürk ve F. Bahar Işın (2009), “Pazarlama: Kavramlar- İlkeler- Kararlar”, Siyasal Kitabevi, Ankara.
20. MCCOLE, Patrick (2004), “Refocusing Marketing To Reflect Practice”, Marketing Intelligence&Planning, Volume 22/5, p.531-539.
21. ODABAŞI, Yavuz (2004), “Postmodern Pazarlama: Tüketim ve Tüketici”, MediaCat Kitapları, İstanbul.
22. OLUÇ, Mehmet (1998), “Ürün Politikaları”, Pazarlama Dünyası, Sayı 28, Yıl 2, s.1-16.
23. WOLF, Michael J. (1999), “The Entertainment Economy: The Mega-Media Forces That are Re-shaping Our Lives”, Penguin Putnam, New York.
24. WRIGHT, Margaret and Len Tiu Crimp (1995), “The Marketing Research Process”, Prentice-Hall, Hemel Hempstead.
25. YEYGEL, Sinem (2006), “Postmodern Toplumsal Yapının Pazarlamaya Getirdiği Yeni Boyut: Topluluk Pazarlaması (Tribal Marketing)”, Bilig, Sayı 38, s.197-228.
26. http://www.farketing.com/2008/01/retro-pazarlama.html, 25.09.2010.
27. http://hurarsiv.hurriyet.com.tr/goster/haber.aspx?viewid=242174, 15.11.2010.
28. http://www.hurriyet.com.tr/ekonomi/12720262.asp, 15.11.2010.
29. http://pazarlamabitanedir.blogspot.com, 15.11.2010.
30. http://www.reklamlar.tv/rtv/sin/one/N/P_P/rv/BHEDG, 12.11.2010.
31. http://www.reklamtoplulugu.com/2011/01/retro-pazarlama-sozluk/, 22.11.2011.
32. http://www.sabah.com.tr/Ekonomi/2010/11/19/telekomdanayda3tlretrotelefon#, 19.11.2010.
33. http://www.sabah.com.tr/Ekonomi/2011/09/29/migros-fiyatlari-50-yil-oncesinecekti, 28.11.2011.
34. http://www.stargazete.com/guncel/kisa-kisa-haber-35794.htm, 12.11.2010.
35. http://www.turktelekomburada.com/turk_telekom_alcatel_retrokampanyası.htm, 20.11.2010.

There are 35 citations in total.

Details

Primary Language	Turkish
Journal Section	Articles
Authors	Yrd.doç.dr.h.dilara Keskin This is me Öğr.gör.salih Memiş This is me
Publication Date	September 1, 2011
Published in Issue	Year 2011 Volume: 16 Issue: 3

Cite

APA	Keskin, .Y., & Memiş, Ö. (2011). RETRO PAZARLAMA VE PAZARLAMADA UYGULANMASINA YÖNELİK BAZI ÖRNEKLER. Süleyman Demirel Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 16(3), 191-202.

Article Files

Full Text